haku: @indexterm REPUTATION / yhteensä: 135
viite: 86 / 135
Tekijä: | Hem, L. E. Chernatony, L. de Iversen, N. M. |
Otsikko: | Factors influencing successful brand extensions |
Lehti: | Journal of Marketing Management
2003 : VOL 19:7-8, p. 781-806 |
Asiasana: | BRANDS REPUTATION |
Kieli: | eng |
Tiivistelmä: | Brand extension strategies are often followed by organizations. This article examines brand reputation, consumer innovativeness on the success of brand extensions, service sectors and durable goods. A set of authorĀ“s hypotheses were developed and tested among 701 consumers. |
SCIMA